Centromarca, the association representing around 200 leading Italian consumer goods companies, has launched a rapid investigation to assess the fallout from U.S. tariffs on the sector. Vittorio Cino, Centromarca’s director general, described Washington’s decision as an unprecedented disruption to global trade, warning that restoring stability would require time and extensive diplomatic efforts.
The association cautioned that the impact of tariffs would vary across different product categories, influenced by export dynamics, production factors, and commercial structures. It also highlighted disparities in demand elasticity, noting that price hikes could weigh unevenly on consumer behavior.
CENTROMARCA CALLS FOR EU-LED NEGOTIATIONS AND TRADE CAUTION
Italy’s branded goods industry has rejected retaliatory trade measures, arguing they would risk escalating global tensions. Centromarca echoed comments from Italian President Sergio Mattarella, who called for “a calm, united, and determined European response.” The association urged the EU to pursue “broad-based negotiations to safeguard the social and economic interests of businesses and consumers alike.”
U.S. CONSUMERS AND POTENTIAL PRICE HIKES
A YouGov survey commissioned by Centromarca found that roughly half of American consumers regularly buy Italian grocery products, 14% on a weekly basis and 25% monthly. Popular items include pasta (50%), olive oil (46%), cheese (38%), sauces (37%), and wine (33%).
When asked about potential tariff-driven price increases, only 16% of respondents said they would be willing to pay more, while 48% would keep their spending unchanged. A further 10% said they would seek to spend less, while 26% were undecided. Among frequent buyers of Italian goods, 47% said they would maintain current purchasing levels, while 30% indicated they would cut back. Quality perception, brand reputation, and value for money were cited as key purchasing factors.
THE U.S. MARKET’S STRATEGIC IMPORTANCE ACCORDING TO CENTROMARCA
Data from research firm Nomisma underscores the U.S. market’s significance for Italian exports. Between 2023 and 2024, the value of Italian consumer goods imported by the U.S. rose 16% to €9.9bn. Food exports climbed from €6.8bn to €8bn, while over the past decade, Italian grocery sales in the U.S. surged 161% from €3.8bn to €9.9bn.
As of 2024, the U.S. accounted for 12% of Italy’s total food and beverage exports. Italy’s cider exports are particularly dependent on the U.S., with 72% of shipments headed to American buyers. Other key export categories include mineral water (41%), olive oil (32%), vinegar (30%), liqueurs (26%), still and sparkling wines (25%), hard and semi-hard cheeses (19%), pasta (16%), and canned tomatoes (7%).
For American consumers, Italian-branded food products are most commonly associated with superior taste (54%), high-quality raw ingredients (49%), and food safety (36%).